VP, North America eCommerce

Job Summary

The Vice President, North America eCommerce leads the strategy, execution, and performance of our eCommerce channels and digital initiatives across the U.S. and Canada. This role is accountable for delivering engaging, customer-centric experiences that grow revenue, strengthen market share, and deepen brand loyalty in North America. The VP, NA eCommerce oversees the North America eCommerce business, ensuring alignment with regional business priorities and delivering profitable, measurable results.

This position is located in Portland, OR, and necessitates a regular presence at our global headquarters (three days per week).

What We're Looking For

We're looking for a high-impact, hands-on digital leader ready to take the next big step in their career. As Vice President of North America eCommerce, you'll lead the strategy, execution, and performance of KEEN's digital business across the U.S. and Canada—including our owned eCommerce platform, key marketplaces, and regional digital marketing channels.

We're looking for a digitally fluent leader with the ability to scale impact. We're not hiring based on years of experience but for capability, curiosity, and grit. If you're fast-moving, data-driven, collaborative, and excited by the opportunity to grow something meaningful, we'd love to meet you. At KEEN, you'll have the chance to lead, build, and grow.

This role is based in Portland and requires a regular presence at our global headquarters (minimum four days per week). You'll work closely with cross-functional leaders across product, brand, and commercial teams. While the title carries VP responsibility, our structure is intentionally lean. You'll lead a small team, stay deeply engaged in day-to-day operations, and directly contribute to business outcomes. This is a hands-on role within a growth-oriented digital business, from merchandising and campaign planning to site optimization and analytics.

Essential Functions

Strategic Leadership: Develops and executes the North America eCommerce and digital strategy to drive regional growth, profitability, and consumer engagement.

Translates enterprise goals into actionable plans for the North American market.

Leads and inspires the best-in-class NA collaborative team, in collaboration with I&E (the global marketing team), ensures brand consistency across all digital channels, including owned marketplace, and partner platforms.

Supports NA digital alignment and shares best practices across KEEN's international teams.

E-Commerce and Digital Sales: Oversees regional eCommerce platforms and marketplace partnerships.

Ensures optimal user experience, conversion, and sales performance while integrating digital and physical brand experiences.

Digital Marketing and Brand Activation: Leads North America digital marketing efforts, including paid media, SEO, content marketing, CRM, social media, and influencer programs.

Drives traffic, amplify brand storytelling, and converts new customers while building loyalty.

Customer Experience and Personalization: Advances personalized and data-driven customer journeys across all North American omnichannel touchpoints.

Leverages consumer insights and digital tools to enhance satisfaction, retention, and lifetime value.

Regional Market Optimization: Tailors digital strategies to fit the unique needs and expectations of North American consumers.

Maximizes performance through regional agility and local market execution.

Cross-Functional Partnership: Partners closely with regional sales, product, operations, IT, and brand teams to align digital and eCommerce initiatives with broader North America business strategies.

Drives integration across digital and physical channels, working closely with wholesale e-retail partners to enhance digital merchandising, searchability, and sell-through of KEEN products on third-party platforms.

Analytics and Performance Optimization: Uses data analytics to evaluate campaign effectiveness and site performance to impact customer behavior and drive retail metrics.

Leads continuous testing and optimization initiatives to improve business outcomes.

Innovation and Competitive Advantage: Identifies and implements emerging digital tools, platforms, and consumer technologies to stay ahead in the North America market.

Champions a culture of innovation across the eCommerce function.

Team Leadership and Talent Development: Leads and mentors a high-performing regional team across e-commerce, digital marketing, and retail.

Fosters a collaborative, agile, high-growth culture focused on business impact and professional development.

Budget Stewardship: Partners with the North America Commercial leader to align digital strategy and execution with overarching business goals.

Responsible for the North American eCommerce P&L.

Manages budgets, optimizes investments, and delivers strong returns while maintaining brand consistency and customer satisfaction.

Qualifications

Bachelor's Degree in Business, Marketing, or related field - Required

Master's Degree in Business or equivalent - Preferred

Seven (7) years experience in DTC, e-commerce, digital marketing, or related fields, with

Three (3) years in a senior leadership role

Knowledge, Skills, and Abilities

Proven track record of driving significant growth in DTC and digital channels.

Deep expertise in digital marketing channels, including paid media, SEO, email marketing, content marketing, and social media.

Experience in managing and scaling e-commerce platforms, optimizing customer experience, and implementing best-in-class digital solutions.

Strong analytical skills with the ability to make data-driven decisions and measure the impact of digital initiatives.

Demonstrated success in leading cross-functional teams and collaborating with global stakeholders.

Exceptional communication and interpersonal skills, with the ability to influence and build relationships with senior executives, partners, and external stakeholders.

Key Attributes:

Visionary Leader: Ability to inspire and align teams around a compelling vision for the DTC and digital future of the company.

Customer-Centric: Passionate about delivering exceptional customer experiences that drive loyalty and growth.

Innovative: Comfortable with change and always seeking creative solutions to complex challenges.

Collaborative: Strong ability to work across teams and geographies to ensure alignment and success.

Results-Driven: Focused on delivering measurable growth and performance improvement.

Travel - yes

Why Work at KEEN: Driven by a passion for life outside, KEEN is a values-led, independently owned brand from Portland, Oregon, that's on a mission to create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation, including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back, reducing impact, and activating communities and individuals to protect the places where we work and play, KEEN puts its values in motion and takes action to leave the world a better place.

At KEEN, we believe in a more just and equitable future for all people. As a global brand, we acknowledge that our business, buildings, and daily lives exist within the traditional territories of indigenous peoples. We strive for a future that recognizes these people's knowledge, rights, and resilience.

Fuerst Group, KEEN, and Chrome are equal opportunity employers. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.